A Marketdata, consulting of the VML Group specialized in strategic data management and a leader in the Customer Experience (CX) segment in Brazil, presents the Marketdata CX Report 2025, a thorough study to evaluate the interaction or relationship experience between Brazilian consumers and brands. The research, held in November 2024 with 200 participants recruited by MindMiners, explore consumer preferences and expectations, in addition to the opportunities for improvements regarding consumption experiences
The study reveals that WhatsApp dominates as the preferred communication channel among consumers, with 55% adherence; followed by apps and websites, that represent 39%. This reinforces the need for a more effective omnichannel strategy. Despite the preference, however, the experience with chatbots still needs to evolve: 60% of respondents use this tool, but 69% report neutral or negative experiences and 25% claim to be dissatisfied. Therefore, the study points to the need for improvements in artificial intelligence technologies to provide more natural and personalized interactions
In the online shopping scenario, the main factors that influence consumer decision are price, cited by 77% of respondents; delivery time, mentioned by 58%; and variety of products, pointed at 40%. The logistics, especially in the Northeast region, demands attention to improve the customer experience.
The study points out, yet, that physical stores continue to play a strategic role in the shopping journey, with 45% of consumers stating they value the sensory experience and 40% highlighting the immediate need for the product. The optimization of the payment process, how to reduce queues, can further improve this experience
Another relevant piece of data concerns the importance of transparency in the use of data and privacy for building consumer trust, that is open to exchanging personal data for personalized offers. This topic is mentioned by 36% of the participants; accompanied by loyalty programs, also cited by 36%; and followed by ease in shopping, pointed out by 34% of people. The security in the use of this information is essential to ensure customer trust and advance in this more individualized relationship
Consumer loyalty is directly linked to the quality of the product or service, mentioned by 45% of the respondents, and to the quality of service, highlighted by 24%. Furthermore, massive and unwanted communications can lead to brand abandonment, what reinforces the importance of more personalized and customer-centered strategies
In light of these insights, the report highlights the need to humanize the digital experience through a balance between automated solutions and accessible human support. The optimization of online sales should consider regional and demographic factors to enhance pricing, logistics and campaign segmentation. The collection and use of data need to be transparent and purpose-driven, ensuring that the consumer understands the benefits of information exchange. Physical stores should invest in technologies such as Augmented Reality (AR) and Virtual Reality (VR), in addition to the modernization of payment processes, to transform the in-person experience and boost customer engagement
Consumer loyalty should be a competitive differentiator. Personalized loyalty programs, proactive service and the monitoring of metrics such as Customer Lifetime Value (CLTV) are essential for long-term success. The Marketdata CX Report 2025 reinforces the importance of consumer-centered strategies to provide smoother experiences, customized and secure. Companies that understand and meet these demands will be better positioned to retain customers and grow sustainably in the Brazilian market
The study reinforces the need for Brazilian brands to quickly adapt to consumer expectations. Furthermore, he points out that the digital experience needs to evolve, especially in the use of chatbots, to ensure smoother and more satisfying interactions. Companies that know how to balance technology and humanized service with responsible data handling will have a significant competitive advantage in building lasting relationships with their customers, comment Marcelo Sousa, COO of Marketdata
